We are facing a real change of dynamics. Before, it was more common to create products or services to generate a need for people. Now that relationship is intervened by understanding and relieving the needs of a specific audience.
The objective is to understand the needs of people, of users to design more successful solutions in any sector. In this framework of “people at the center” There are essential elements that must be taken into account: user design, customer experience and user carewhich are very different.
User experience vs customer experience:
They are two similar points, but not the same. User experience is a newer field, originating from the rise of the iPhone and the development of mobile apps and the need for them to be easily accessible.
But this is no longer limited to apps, it has been extended to all terrain. It means that it translates all the interactions that are made with the brand or the product. Here come all kinds of emotions, perceptions that are generated among users in different environments (physical or online).
But, here he comes, but… a user does not necessarily become a customer.
The customer experience is a set of perceptions that are obtained after having interacted with a product or service. As regards that process, that journey called customer journeythat a user must live, from the discovery of the brand, through the purchase and then to the after-sales service.
This journey is not only buying and paying, that is why it is important to understand and collect information to generate the best possible experience, it is key to understand how each client lives this process.
Now, when we talk about user-centered design, it means focusing the design of that product or service with everything that person needs. Identify our customer without losing sight of the fact that a client is one thing and a user is another. An illustrative image to think about:
Parents (customers) see a striking baby mobile, but the baby (user) has another perspective of the product.
Finally, we must think about the challenge of generating human and custom instances. Each user, each client, will have very different ways of relating to our brand, discovering its shape, is exactly the point.
People want attention, they want presence, especially in the new world: he online. Building, from that starting point, generates that humanity that will highlight, or not, our products or services.
Antonella Alcoba, Director of @buenacomunicacion.aa
Digital Strategies Consultant and Coach
by CEDOC
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